The Brief

Prime Television wanted a national radio campaign to promote the new season premiere of hit show Secret Diary of a Call Girl. The only problem was they had a very limited budget.

Creative Execution

DJ’s love to talk. So to promote the season premiere of hit show ‘Secret Diary of a Call Girl’ we decided to give them something well worth talking about. First we found a leading radio station with a commanding view of a neighbouring homes bedroom window. Then for three successive nights during peak drive-time radio we had an ‘actress’ engage in risqué call girl like behaviour with clients in full view of the DJ and crew. Who as predicted wasted no time in broadcasting their observations to the world.

Describe the creative solution to the brief/objective.

For three successive nights we had an ‘actress’ engage in call girl like behaviour in a house window opposite a top radio station. The stations DJ wasted no time in broadcasting his observations to the world. On the final night with public interest at its peak our ‘actress’ closed the blinds. Printed on the blinds was the message: Secret Diary of a Call Girl 9:35 Tonight on Prime

Results

Not only did DJ’s nationwide pick up on the story and unwittingly create us a free 72hr radio ad. But we captured the furtive imaginations of countless listeners and generated thousands of Tweets and facebook posts, helping make the premiere of Secret Diary of a Call Girl the most talked about premiere of the year.